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SEO Frequently Asked Questions

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There is a correlation between SEO and conversions but not causation.

The role of Search Engine Optimization is to get users from the search engine to your website. But once a user is on your website, it's up to quality content, intuitive design, inviting calls-to-action, reviews, reputation management, etc. to close the sale.

SEO is leading the horse to water, a high-quality website and social proof encourage him to drink.

There is a lot of confusion surrounding the distinction between Search Engine Optimization (SEO) and Search Engine Marketing (SEM). SEO is characterized by organic website optimization, while SEM usually refers to paid advertising like Pay-Per-Click (PPC).

SEO is an organic growth that can take months to mature and bear fruit but rewards you with a higher overall baseline. This article by Josh Steimle does a great job of illustrating the typical process and timetable that can be expected for SEO to show significant results.

The site that shows up in rank #1 is different for each user based on factors like browsing history, geographic location, and then, of course, the website rankings. Specifically, in the lodging industry, directory websites like Expedia, TripAdvisor, and are going to have a very high Domain Authority - setting the bar much higher than is realistic for a lot of individual businesses. None of this is to say that rank #1 is impossible, but taking a realistic look at the search term and your competition will help set correct expectations.

It's also important to note that no SEO can guarantee you a specific rank in a Google search because we are not Google. We do our best to optimize your site based on current industry best practices, but the reality is that Google does not simply publish a list of all their ranking signals. There is a trial-and-error aspect to SEO because nobody but the search engines themselves ultimately determines the search results rankings.
Google has not regarded meta keywords as a ranking signal since at least 2009. See: Official Google Webmaster Central Blog.

Starting in January 2017, Google Chrome will start marking non-secured web pages with a "Not secure" tag indicating to users that your site is not HTTPS - specifically starting with non-secure pages that transfer password or credit card information.

HTTPS has been a Google Search ranking signal since mid-2014, although a very minor one. This is believed to have changed in 2017 in tandem with Google Chrome's tagging of non-secure web pages. For more information about how website security will affect your search engine rankings and web traffic, see our blog post about HTTPS as a Google search ranking signal.
Well, it's not that simple.

With the rise of semantic search, there is no "just plug it in" answer to SEO.

SEO is built on high-quality content creation. The general idea is to write text, create infographics or videos, etc. about the subjects you want to emphasize (on the website and blog) and then distribute that information to as many people as possible (usually through social media).
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